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Reviewing Mobile Marketing Research to Date: Towards Ubiquitous Marketing

Reviewing Mobile Marketing Research to Date: Towards Ubiquitous Marketing

Dimitris Drossos, George M. Giaglis
Copyright: © 2012 |Pages: 27
ISBN13: 9781613501016|ISBN10: 1613501013|EISBN13: 9781613501023
DOI: 10.4018/978-1-61350-101-6.ch110
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MLA

Drossos, Dimitris, and George M. Giaglis. "Reviewing Mobile Marketing Research to Date: Towards Ubiquitous Marketing." Wireless Technologies: Concepts, Methodologies, Tools and Applications, edited by Information Resources Management Association, IGI Global, 2012, pp. 181-207. https://doi.org/10.4018/978-1-61350-101-6.ch110

APA

Drossos, D. & Giaglis, G. M. (2012). Reviewing Mobile Marketing Research to Date: Towards Ubiquitous Marketing. In I. Management Association (Ed.), Wireless Technologies: Concepts, Methodologies, Tools and Applications (pp. 181-207). IGI Global. https://doi.org/10.4018/978-1-61350-101-6.ch110

Chicago

Drossos, Dimitris, and George M. Giaglis. "Reviewing Mobile Marketing Research to Date: Towards Ubiquitous Marketing." In Wireless Technologies: Concepts, Methodologies, Tools and Applications, edited by Information Resources Management Association, 181-207. Hershey, PA: IGI Global, 2012. https://doi.org/10.4018/978-1-61350-101-6.ch110

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Abstract

The purpose of this chapter is to illustrate and reflect upon the extant literature on mobile marketing with a view of identifying contributions, gaps and avenues for future research. The review is based on more than two hundred articles published in leading journals and conference proceedings. We first discuss key areas that have already attracted the attention of researchers, such as consumer acceptance in m-marketing and location-sensitive mobile marketing. We then focus on the emerging area of ubiquitous marketing and illustrate how mobile and wireless devices and technologies can become the enablers of meaningful dialogues between customers and marketers on an omnipresent basis. Ubiquitous marketing could be the next frontier in electronic commerce and customer relationship management.

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